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In 2004, Eddy Chai, a former art director, and Paul Birardi, a Coach and Levi's alum, founded Odin on East 11th Street because, says Chai, "we realized there wasn't a store dedicated solely to men." By collaborating on exclusive pieces with Rag & Bone, Common Projects and Trovata, they opened a second spot on Lafayette Street in 2006, as well as a 350-square-foot space the following year next to the original shop, called Den, which features limited-run exhibitions from select designers.